Artificial Intelligence (AI) is no longer a technology exclusive to engineers or data scientists: marketing is one of the fields where it is being implemented the most, and brands need professionals prepared for this new environment.
If you want to be part of the transformation, this article will show you the most in-demand skills by companies to work with AI in the field of marketing, according to the comprehensive report Artificial Intelligence (AI) Job Market by Statista.
ALSO READ. What tools do AI engineers use? A practical guide for curious marketers
🤖 Why is it important to understand AI in marketing?
Today’s marketing increasingly relies on predictive models, automatic personalization, AI-generated content, and real-time data analysis. According to the study, 27% of companies already use generative AI to develop marketing strategies and content, surpassing other functions such as product development or sales.
This means that if you want to work in marketing with a future-oriented vision, you must acquire technical, strategic, and ethical knowledge about AI.
🧠 Most valued skills by employers in the AI era
According to the report, these are the 15 most valued skills by companies worldwide in 2025, many of which are essential for advanced marketing roles:
- Analytical thinking (69%)
- Resilience, flexibility, and agility (67%)
- Leadership and social influence (61%)
- Creative thinking (57%)
- Motivation and self-awareness (52%)
- Technological literacy (51%)
- Empathy and active listening (50%)
- Continuous learning and curiosity (50%)
- Talent management (47%)
- Service and customer orientation (47%)
- AI and big data as strategic skills (45%)
- Systems thinking (42%)
- Resource and operations management (41%)
- Reliability and attention to detail (37%)
- Quality control (35%)
In marketing, the combination of creativity with analytical thinking and smart use of data is highly valued. Artificial Intelligence doesn’t replace marketers — it empowers them.
🛠️ Essential technical skills for hybrid profiles
In addition to so-called “soft skills,” the report shows which technical competencies are growing the fastest among professionals working with AI:
- C/C++: Fastest-growing skill (+594% in 2024)
- Data science: +356%
- SQL: +70%
- Kotlin, iOS, PHP, Flutter, Salesforce are also on the rise
And when we focus on the programming languages most used by technical marketers or martech specialists:
- Java (18%)
- SQL (15%)
- JavaScript (14%)
- Python (11%)
For those working on campaign automation, audience analysis, or content personalization, having knowledge in these technologies will become increasingly essential.
🧰 AI tools you should master in marketing
Among the professionals evaluated by DevSkiller in 2024, the following tools were identified as the most mastered by AI engineers. They are also starting to appear in digital marketing workflows:
- ChatGPT Assistants API: score of 61.5
- Azure Databricks and Tabnine: score of 60
- Ethical use of AI: score of 51.5
- Amazon Alexa, DALL-E, Google Gemini, Data Literacy also stand out as emerging skills
This tells us that future marketers will also need to understand APIs, smart assistants, and generative AI tools, whether for designing conversational flows or automating content production.
🎓 What are companies doing to hire AI talent?
The report reveals that 77% of companies are investing in reskilling or upskilling their employees to work with AI. In addition:
- 69% hire new employees with specific skills to design AI tools
- 62% look for staff who can work efficiently with AI tools
This means that job opportunities are growing for marketing profiles with hybrid capabilities: creatives with an analytical mindset, data scientists with strategic focus, or product leaders with ethical vision.
📈 Which sectors value AI as a key skill the most?
In terms of industries, the most advanced in considering Artificial Intelligence and big data as core skills for their workforce are:
- Information technology services (66%)
- Telecommunications (66%)
- Finance and insurance (61%)
- Education, automotive, healthcare, and public sector also show rates above 50%
For those working in B2B marketing, fintech, digital health, or edtech, this is especially relevant: demand for hybrid marketing/AI profiles will grow exponentially.
🌍 Where is AI-skilled talent most in demand?
Geographically, India and the United States lead the global ranking for AI skill penetration. They are followed by Canada, the United Kingdom, Germany, and Brazil. The regions with the lowest adoption rates are still Latin America and Eastern Europe.
This presents a window of opportunity for marketing professionals in emerging markets: those who invest in these competencies today will have clear competitive advantages.
Marketing needs a new generation of professionals
AI is transforming the way brands understand, reach, and retain their audiences. For that transformation to be real, we need skilled, ethical, creative talent with solid technological competencies.
It’s no longer enough to know about campaigns, branding, or social media: the most valuable marketing professionals of this decade will be those who can design strategies alongside artificial intelligence — not against it.
